Looking Back to Move Forward
February 25th, 2023
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About the Conference
PR Advanced is proud to host its 16th Annual District Conference: “Looking Back to Move Forward.” Join us on Saturday, February 25, 2023, to experience a blast from the past. The last three years have brought about a surge in our profession: from crisis communication with the pandemic to international communications, DEI communications and employee engagement as people work remote-hybrid. Despite the ever-changing environment, the fundamentals of communication – clear objectives, strong strategy, and a good understanding of audiences – remain true. This conference will feature an opening reception; six breakout sessions on topics including but not limited to corporate social responsibility, media relations, and in-house versus agency; two keynote speakers from the growing fields of healthcare and technology; networking opportunities; and a career fair. Like the industry professionals before us, we don’t know what the future holds. Thus, we must look back at the past to move forward with their legacy.
RUN OF THE SHOW
SATURDAY, FEBRUARY 25TH, 2023
Photonics Center at Boston University
8 St. Mary's St, Boston, MA 02215
Networking Breakfast Event, Atrium
Opening Remarks, PHO 206
Leadership Summit, PHO 206
Opening Speaker Adam Ritchie, PHO 206
CSR Panel, PHO 210
DEI Panel, PHO 211
Individual Speaker Patrick Chaupham, PHO 201
Multigenerational Panel, PHO 210
In-house vs Agency Panel, PHO 211
Individual Speaker Margaret Wallace, PHO 201
Lunch, Photonics Colloquium
Media Relations Panel, PHO 210
Tech Panel, PHO 211
Resume & Interview Workshop, PHO 201
Closing Speaker Brandi Boatner, PHO 206
Closing Remarks, Photonics Colloquium
Career fair and headshots, Photonics Colloquium
Adam founded Adam Ritchie Brand Direction in 2007. His practice has attracted clients on four continents, spanning 20 categories from treadmill desks to snack foods. Adam’s work explores the inventive and transformative qualities of PR, and has yielded the world’s first album on a beer can, a team of pregnant comic book superheroes and influencer-inspired product lines. He advocates for public relations to drive product development, and seeks to reshape perceptions and the practice of PR from its past as an organization’s mouthpiece to its future as an organization’s creative engine.
Adam Ritchie, Principal, Adam Ritchie Brand Direction
Morning Keynote Speaker
Photonics 206, 10:00 a.m. - 10:50 a.m.
Brandi Boatner is an award-winning digital communication, public relations, social media professional and prolific public speaker based in New York City. Currently, she is a member of IBM’s newly formed corporate affairs function supporting influencer and
advocacy efforts across social platforms (includes enablement and activation) both internally and externally for social media and content experience.
Prior to this role, Brandi was on the internal corporate communications team supporting key initiatives for the Transformation and Culture function, including social media support for the SVP of Transformation and Culture and digital engagement for diversity
and inclusion channels while also leading initiatives that drove employee advocacy through social activation.
Boatner has been recognized and named by PR News as a Changemaker as one of the Top Women in PR and received Honorable Mention for PR Week’s Outstanding In-House PR Professional – an incredible industry honor (2021).
In late July 2020, Boatner was named by TopRank Marketing as one of the top 20 B2B
Influencer Marketing experts to follow. In May 2020, Brandi led social justice
communications for Emb(race) - IBM’s response in combating implicit bias,
discrimination and racial inequality.
Boatner is a two-time Hall of Famer having been inducted into the Loyola University New Orleans School of Mass Communications Hall of Fame known as the Den of Distinction, the youngest member ever inducted. She was also honored and inducted into the Public Relations Student Society of America (PRSSA) Hall of Fame.
Brandi is a true advocate for diversity and inclusion serving as a member of IBM’s Diversity and Inclusion Council and also serves as the former chair and current chair of
external partnerships for IBM Black Network of New York business resource group.
Given her efforts around diversity in the public relations industry, she is one of more
than 40 PR leaders featured in the book Diverse Voices: Lessons in Leadership
published by the Public Relations Society of America Foundation.
Boatner is very active in the public relations industry where she holds several leadership
positions within the Public Relations Society of America (PRSA) on both the local and
national level. She is the Chair of the PRSA Tri-State District, and a member of the Executive Committee for the PRSA Westchester/Fairfield chapter. Additionally, she is on the Board of Directors for New York Women in Communications (NYWICI) serving as the Chief Programming Officer, a member of the University of South Carolina’ Dean’s Leadership Council, a member of the Board of Directors for the Better Business Bureau of New York City and Hudson Valley and a member of the Advisory Board of Poster House, the first ever museum in the US dedicated exclusively to posters based in New
She speaks all around the US and the world on a variety of industry and marketplace
topics. She enjoys reading, music, traveling, shoe shopping, exploring Manhattan with
friends and spending time with family in her hometown of New Orleans.
Social Media Links:
Twitter: @ThinkBluePR https://twitter.com/ThinkBluePR
Manager, Digital & Advocacy Communications, IBM
Evening Keynote Speaker
Photonics 206, 3:40- 4:40 p.m.
11:00 a.m. - 12:00 p.m., Photonics 211
Kelley Chunn, moderator
Kelley Chunn is the professor of practice in public relations at the Boston University College of Communication. She is the founder and principal of Kelley Chunn & Associates (KCA), an award-winning 30+year old state certified, collaborative PR & Marketing consultancy based in Boston. KCA provides culturally smart strategies to promote social change with a focus on equity, inclusion and civic engagement: www.kelleychunn.com. Kelley's journey has taken her from Boston to New York, Nigeria, the Obama White House - and beyond.
Aisha Hudson is a vice president in FleishmanHillard’s Corporate Reputation practice in New York City. She joined FleishmanHillard in January 2022, bringing extensive experience creating and implementing earned-first media strategies as well as thought leadership, strategic planning, and multicultural communications campaigns for corporate, technology and consumer clients. In her role, she works as part of FH’s True MOSAIC team to provide counsel and bring fresh perspectives to clients’ DE&I communications and other strategies.
Ms. Hudson joined from Weber Shandwick where she was responsible for integrated media strategy and media relations, executive visibility/thought leadership programs and project management as well as employee engagement for the agency and clients. She specialized in
corporate and technology media strategy/media relations within various industries, executing campaigns across global, national and local markets, and helped lead the execution of media strategies for major brand-building events, such as the Super Bowl and CES.
Her strategic thinking and relationships with key reporters and influencers were integral in helping clients such as IBM, Verizon and Booz Allen Hamilton, reinforce brand leadership and showcase their products and services as well as raise the visibility of both company leaders and subject matter experts. She earned her B.A. degree from Spelman College in Atlanta, GA.
Cat is currently an independent consultant in Employee Experience and an Adjunct Professor at St. Francis College. Cat was the founder of Cheer Partners, the employee experience agency. Cat has deep leadership experience internal communications, executive thought leadership, change communications, talent, HR advisory and DE&I. Cheer Partners was acquired by Lippe Taylor Group March, 2021.
Cat secured the first and only trademark for Employee Experience.
She is also a member of Forbes Human Resources Council, a mentor with the Cherie Blair Foundation for Women, Benedictine University L.E.A.D.S Board Advisor, and Ragan Advisory Board member. She is a volunteer TED translator and co-founded the Diversity Marketing Consortium.Cat is currently an independent consultant in Employee Experience and an Adjunct Professor at St. Francis College. Cat was the founder of Cheer Partners, the employee experience agency. Cat has deep leadership experience internal communications, executive thought leadership, change communications, talent, HR advisory and DE&I. Cheer Partners was acquired by Lippe Taylor Group March, 2021. Cat secured the first and only trademark for Employee Experience. She is also a member of Forbes Human Resources Council, a mentor with the Cherie Blair Foundation for Women, Benedictine University L.E.A.D.S Board Advisor, and Ragan Advisory Board member. She is a volunteer TED translator and co-founded the Diversity Marketing Consortium.
Dr. Cynthia Isaac founded and leads Syneos Health’s Corporate Communications Practice. The group includes experts in branding, narrative development, financial communications, social impact/DE&I, change management and employee engagement, corporate media relations, executive visibility and thought leadership
Her focus is helping firms tell authentic stories to inspire and engage key audiences, uniting them to achieve a shared purpose. She applies a strong understanding of the healthcare industry’s competitive landscape and increasingly challenging political and social dynamics to help healthcare companies position against peers, engage internal and external stakeholders, and provide a solid reputational foundation to buffer external headwinds.
Cynthia believes that creating a strong business and building a better world are not conflicting goals—they are both essential ingredients for long-term success. Passionate about social impact, she works with clients to provide direction on how to do right by their employees, their communities and the environment.
As clients have re-doubled their efforts to integrate diversity in clinical trials, provide greater access to healthcare for marginalized communities and bolster diversity in hiring, Cynthia developed the Diversity, Equity and Inclusion Practice that sits within her group. Her team supports healthcare companies, from Fortune 100 to emerging biotechs advance DE&I as part of their organizational strategy.
12:10-1:10 p.m., Photonics 210
Todd is a 25-year veteran communicator with extensive industry experience both in public relations firms and in marketing roles at organizations. His award-winning work has included brand management, media and analyst relations, content marketing, and executive visibility programs. In addition to serving in senior positions on the client and agency side (most recently as Senior Vice President of Marketing Communications for the Greater Gainesville Chamber of Commerce), Todd has created, grown, and sold his own business. He has served in leadership and volunteer roles in various industry organizations, including the Public Relations Society of America, the PR Club, and the Social Media Club. A Society for New Communications Research Fellow, Todd has studied the impact that new media and social networks have had on organizational behavior and structure. He serves as the Faculty Internship Coordinator for Public Relations undergraduate and graduate programs.
Todd received his BA and MA with a major in Communications from Michigan State University.
Veteran PR and marketing communications executive and professor with extensive media relations, crisis management, and spokesperson experience in the consumer technology, education, publishing and healthcare industries. Successful track-record of effective agency management, executive counsel, investor relations, and project management.
In addition to industry responsibilities, also serving as Associate Professor of Public Relations at Boston University (full-time faculty). Classes include undergraduate and graduate level Media Strategies and Management, Managing Corporate Issues and Crises, and Professional Presentations. Also serving as Faculty Director of PRLab @ Boston University, the nation's longest-running student-led public relations firm.
Recipient of the 2014 American Business Award for "Communications Professional of the Year" and "2017 Lyndon B. Johnson - Boston University Faculty Advisor of the Year."
Julia is a B2B tech account manager at Matter Communications, a brand elevation agency, where she has worked since 2020. Julia got her start in healthcare IT PR and now works with B2B tech clients across industries – from telecom to HR to infrastructure to customer experience. She graduated from Boston University COM in 2018.
Catie Valzania, a Boston University Terrier through and through, graduated in 2018 from the College of Communication. Now, Catie works as an Account Supervisor at 360PR+ and their adult beverage alcohol specialty agency, Three Cheers across a variety of consumer brands. Aside from her day to day client work, she works within the agency's mentor program and on agency marketing. It was at this very BU PRSSA PR Advanced conference back in 2018 that she discovered 360PR+, which resulted in her career starting and continued employment there. In her free time, you can likely find Catie with her head in a book or chasing after an iced latte.
12:10-1:10 p.m., Photonics 211
As a Director in Allison + Partners’ (A+P) media department, Emma is focused on supporting agency-wide earned media and strategy as well as supporting healthcare clients to successfully deliver results that contribute to overall business goals and priorities.
Emma has significant media relations experience in the pharmaceutical, biotech, health tech, consumer health, and nonprofit sectors. Emma also serves as a committee member for Allison + Partners’ Women’s Leadership Program. Prior to joining Allison + Partners, Emma served as Associate Manager of Corporate Communications at PureTech Health, a biopharmaceutical company where she was responsible for developing and implementing communications strategies to effectively communicate the company’s corporate story to a variety of external audiences. She has also worked for other large public relations agencies, including Weber Shandwick and WE Communications.
Emma received her BA with a major in Political Science and minor in German from the College of the Holy Cross.
Abha Gallewale is a Senior Manager of Digital Demand Generation on the global marketing team at ASICS. Here, she oversees the team responsible for global social strategy and paid media across the brand's major categories (Performance Running, Sportstyle, and Tennis). She also helps to enable ASICS commerce via social media and integrating paid advertising strategies with organic initiatives. Part of her job includes working with each of ASICS' regional marketing teams to ensure they are optimizing social media while adapting the strategy based on what works best for their consumers. She has led the brand's global social strategy for global events such as the Tokyo 2020 Olympic Games in which ASICS was a sponsor.
Prior to ASICS, Abha served as a Senior Digital Associate at Weber Shandwick, a global public relations agency. Before that, she was an Account Executive at Digitas, where she served clients such as Bank of America and Harley-Davidson. She also interned at Digitas while at Tufts and got the internship thanks to this class! She graduated magna cum laude from Tufts University in 2013, majoring in Quantitative Economics and minoring in Communication/Media Studies and Entrepreneurship.
Monique Kelley, associate professor of the practice – strategic communication, and faculty advisor for BU’s PRSSA, is a purpose-driven strategic communications professional with 20+ years of experience spanning across three sectors: corporate, agency and academia. She is a Founding Member of CHIEF (Boston), a community connecting and supporting women executive leaders and a recipient of PRNEWS’ Top Women in PR Award (2019).
She found her own consultancy, Monique Kelley Consulting. Prior to that, Monique served on the Senior Leadership Team at Takeda Pharmaceuticals, overseeing internal and external communications for the U.S. Neuroscience Business Unit, Commercial Operations team and Chief Operations Officer. She infuses industry best practices and a customer-centric mindset from her time as a client experience leader (CXL) on the PR agency side with Weber Shandwick. During her agency career, Monique partnered with several global pharmaceutical and biotechnology companies that provide treatments for serious medical conditions in various categories, including Eli Lilly and Company, Daiichi Sankyo, Pfizer, Eisai, Sunovion Pharmaceuticals, Roche, Johnson & Johnson, GSK, Cubist Pharmaceuticals/Merck & Co., Charles River Laboratories and Bayer HealthCare.
Monique is the recipient of several awards for work that she contributed to, including a Gold Telly Award, PRSA Bronze Anvil Award and Silver Bulldog PR Award. She serves as a reoccurring judge for several industry awards, including for PRNEWS and the PR Club of New England. Monique also served as a speaker for several industry conferences, including BIO International, PRSA Health Academy’s Conference and the PR Advanced Regional Conference. She previously served for two years on PRSA Boston’s Board of Directors (2019, 2020). She graduated with a Bachelor of Science in Communication from BU’s COM (2003) and served on the NCAA Division I Women’s Track Team.
Individual Speaker 1, 11:00 a.m.-12:00 p.m., Photonics 201
With over 20 years of digital technology experience, Patrick is Head of Applied Innovation within the Futures / Media Genius team at Weber Shandwick. Patrick partners closely with clients to identify and architect emerging technology strategy with a deep understanding of the intersection between culture, content, social/digital platforms, and technology platforms.
Patrick has designed cutting edge programs for clients at Weber Shandwick including developing the first Oculus Rift Virtual Reality immersive film for a large consumer brand as well as deploying VR via Google Cardboard for a global textiles organization. In addition to activating creative technology programs, Patrick has also brought to clients the concept of approaching programs with a hacker mentality, bringing digital, technology and disruptive trends with a realistic prototyping approach.
While at Weber Shandwick, Patrick has worked closely to develop complex communications and content engagement programs, build brand affinity and led digital strategy teams with clients including, Novartis, PepsiCo, KPMG, The Home Depot, American Airlines, and worked on global tourism clients including Canada and Royal Caribbean. He has driven digital solutions including virtual reality, wearable technologies, generative AI and automation, socially integrated media-centers and is currently leading the metaverse / Web3 strategy team.
Patrick was a juror on the Cannes Innovation Lions 2016, reviewing and judging work that lived at the heart of creative, data, technology and ideas. In addition, Patrick was named to The Holmes Report Top 25 Innovators in North America, 2017.
Patrick received his Bachelors in Mathematics and Computer Science from Boston University and his Masters in Business Administration in Strategic Management from Boston College.
Individual Speaker 2, 12:10 p.m.-1:10 p.m., Photonics 201
Margaret Wallace is an Associate Professor of the Practice at Boston University, where she teaches classes on entrepreneurship, video games, and interactive media. She is a tech entrepreneur and executive focusing on innovations in games, digital media, interactive entertainment, healthtech, and experiential technologies. Wallace has led successful start-ups and has also spent time working with large game publishers, media companies, and in the impact space. In these various capacities, she has designed, produced, fundraised (VC, angel, strategic investments), negotiated, and provided creative & strategic direction for a number of games and interactive media products – for both original intellectual property and well-known brands. She believes in the promise of a connected global space dedicated to collaboration, knowledge-sharing, and creativity in support of and as expressions of full human potential.
Resume and Interview Workshop
2:30 p.m.-3:30 p.m., Photonics 201
In my role as the Director of Career Services, I manage employer and alumni relations as well as decide on initiatives that our office will put forth. It is my goal to infuse equity and inclusion into all our career programming, events, and services.
I feel fortunate to work at BU College of Communications which has a commitment to providing access to experiential learning. Student-run agencies such as PRLab and AdLab as well as student organizations like Daily Free Press, and BUTV10, PRSSA, AdClub enable students to gain hands-on experience prior to graduation.
Emelyn Theriault is a junior at Boston University majoring in public relations with a minor in innovation and entrepreneurship. Emelyn is involved in a number of clubs and organizations on campus including the BU Running Club, Community Service Center, and the Center for Career Development and Educational Resource Center, where she serves as a Student Ambassador on the PR Team. She is also an Account Supervisor for two clients in PRLab this semester. Emelyn is bilingual in French and English and loves listening to podcasts as she runs and walks through the city.
2:30 p.m.-3:30 p.m., Photonics 211
With 10 years’ experience in corporate reputation and executive visibility, Andy Slaughter is a NYC-based communications strategist part of Amazon’s Global Workplace Communications team, overseeing workplace culture programs, initiatives and proactive storytelling impacting Amazon’s 1.5M employees. He was recently named one of 20 PR rising stars in North America as part of the Observer PR Rising Star List 2022, with shortlisted work at the 2022 Cannes Lions International Festival and campaign accolades from PRWeek and the American Advertising Federation.
Clients have spanned nearly every industry, and have included: Accenture, Intel, Chipotle, Dollar General, Oracle, Pepsico, Frito-Lay, Yankee Candle, Ericsson, Human Rights Campaign, Family Equality Council, Spotify, GLAAD, JLL, Bacardi, Moet Hennessy, Marriott, Leading Hotels of the World, Ben & Jerry’s, Goodwill, Amex Travel and MassMutual, among others.
Most recently a Vice President at Burson Cohn and Wolf (BCW), Andy served as a hybrid account and media relations lead for some of the firm’s largest clients for nearly six years, overseeing million dollar revenue streams, work product for 25+ employees across the US, supporting 25+ streams of diversified client work across the media ecosystem.
Andy co-founded and led BCW’s LGBTQ ERG in North America, and served as North America Communications Lead for WPP Unite, a cross agency community housing all of WPP’s LGBTQ affinity groups, playing a lead role in making his agency ERG an award-winning employee group and launching HRC’s Reality Flag in February 2022.He played a key role in BCW’s Corporate Media team, working across levels to hire, retain and educate employees on corporate media best practices, with a focus on building a robust team in NY.
Andy previously worked in hospitality public relations, has provided communications consulting support for higher education organizations including the University of Minnesota and Boston University, and began his career in journalism in Minneapolis, Minnesota.
Gerard leads digital strategy and integrated client engagements for The Hoffman Agency at the intersection of creativity, content, and media. Gerard is a veteran of B2B technology, gaming and entertainment marketing for Fortune 500 brands and fast-growth startups.
Previous to The Hoffman Agency, Gerard founded and led an interactive agency, red TANGENT, co-founded the independent video game studio Persuasive Games, was the VP of Marketing for Pearson, and held digital leadership roles at Weber Shandwick, LEWIS Global Communications and Cone Communications.
Blurring the lines between traditional PR and digital marketing through creative, Gerard’s approach to integrated marketing and communications has proven effective and award winning for clients like: American Express GBT, Motional, Sony, BioCatch, Bank of America, LogMeIn (now GoTo) and many others over his 20 + year career.
Gerard has a special connection to Boston University as he is the current Head Coach of the Men’s Club Water Polo team and was named New England Coach of the Year in 2017, 2018, and 2019.
Gerard holds a Bachelor of Arts in Philosophy from the University of California, Riverside, and a Master of Arts in Organizational Management from Azusa Pacific University.
Mariana Agathoklis Schlock
Mariana Agathoklis Schlock is a corporate, brand, crisis, consumer and employee communications specialist with experience across technology, media, consumer products and gaming.
After joining Verizon in 2017, she served as Head of Global Communications for Verizon Media, a $10B unit of the company with 11,000 employees, and Verizon Business, a $30B unit with 26,000 employees. Currently, she serves as Vice President of Corporate Communication for Verizon – overseeing corporate and brand communications, public policy, crisis, network, technology and 5G priorities.
Previously, Mariana led the MTV communications team, capping off a decade-plus long career with the Millennial and GenZ focused brand. Her work spanned the award-winning “Rock Band” video game franchise, Emmy-award winning public affairs campaigns, linear and digital-based documentary and series publicity, MTV News, major events like the “MTV Video Music Awards,” social media initiatives and more.
Mariana began her career at Porter Novelli in Washington, DC and New York City, affording her the opportunity to work with a diverse roster of clients including the Business Roundtable, Safeway, Timberland, Chapstick and The College Board. She graduated cum laude from Boston University’s College of Communications and is an alumna of the Alpha Phi Fraternity.
She live in Summit, NJ with her husband and two sons.
Individual Speaker #3, 11:00 a.m.-12:00 p.m., Photonics 210
Gary Sheffer is the Sandra A. Frazier Professor of Public Relations. In 2021, Sheffer received the Becker Family Teacher of the Year Award in the College of Communication.
Prior to BU, Sheffer was the chief communications officer at General Electric, a position he held for 13 years. After earning a BA in English Literature at Siena College in Loudonville, N.Y. Sheffer began his career as a journalist at several small- medium-size newspapers.
He later became a press officer to two New York governors and led communication for several statewide political campaigns.
While at GE, Sheffer was elected as chairman of the board of the Arthur W. Page Society, the premiere organization for senior communicators in Fortune 200 companies, agency heads, and leading academics. Sheffer also serves on the board of the Arthur W Page Center for Integrity in Public Communication.
Sheffer writes and speaks about public relations, authoring chapters and forewords in several academic textbooks. He has lectured at many colleges and universities on communication and is a frequent speaker at industry conferences. He has been recognized for his work, being named to the PRWeek and PR News halls of fame. He is the recipient of the Jack Felton Medal for Lifetime Achievement for Excellence in Public Relations from the Institute for Public Relations.
Sheffer is known for his expertise in building strong corporate communications teams, crisis and issues management, the relationship of culture and reputation, and strategic communication counsel.
Sheffer likes to lead classroom discussions on how businesses and other organizations can thrive in an era of pervasive reputation risk.
Jessica Espinal is a Senior Manager of the Student Programs at PRSA Headquarters. She has been at PRSA since 2010.
Milagros Orcoyen, 2022-2023 Vice President of Events and Fundraising at PRSSA National, is a junior at Universidad Argentina de la Empresa (UADE) in Buenos Aires, Argentina. She is studying public relations and communication science.
In addition to PRSSA, Milagros volunteers as a member of the communications department at GEO - a sustainable development center at Universidad de Buenos Aires (UBA) - and holds the position of writer at The Jane Goodall Institute Argentina.
Milagros is also the executive social media director & videocast host at The Business Takeaway (TBT), a student-led company based in Lincoln, Nebraska. TBT provides tools and information for early-in-career professionals and they specialize in creating videocasts to interview professionals in the advertising, marketing, and public relations industries.